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Thinking about blogging? Tips for SMEs

Traditionally, word of mouth and a good website have been the tactics for an SME trying to build its business, increase leads and cement its reputation.

Yet more recently social media has become a popular tool to reach new audiences.

While social media is often viewed as a tool to broadcast to consumers, business-to-business brands are also finding these channels a successful way to engage and connect with customers.

Earlier this year, British Gypsum made the move to launch a blog - In The Mix - and already it’s proving an invaluable way to build better relationships with current and potential customers.

If you’re an SME thinking of starting your own blogging page, here are some of our top tips:

Be creative

At British Gypsum, we know many of our customers will be interested to hear about our latest product launches but we also know that they are more than just business or construction professionals - they are real people.

Where it’s appropriate, we look to inject some humour or creativity, so after a long day on site or in the office, we know they appreciate things like a funny video or an interesting article on unusual architecture.

It’s about getting the right mix of content and not simply broadcasting your brand messages.

Be an expert

If you get the balance right, a blog is also an excellent platform to share your expertise. As a business, you are well-placed to advise and comment on industry news and issues, so share your knowledge, show what you know and add value.

A well-established blog may begin to receive comments and questions from customers, which presents a great opportunity for interaction too.

Be analytical

Finally, remember to measure your success. There are plenty of free online tools that can help you to do this and it will really help to see the return on your investment. For example, setting up Google Analytics on your blog and website will help you to track how many customers click through to your website.

It’s not just about referrals though - the more engaged your audience is, the more likely they are to remember you as a company that knows what it’s talking about and gives great advice.

Natalie Davenport is head of marketing communications at British Gypsum

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